Christmas on the Web: 1998 vs. 1999

• Marilyn Lavin ^[1]
  1. [1] University of Wisconsin
• Localización: Journal of retailing and consumer services, ISSN 0969-6989, Vol. 9, Nº. 2, 2002, págs. 87-96
• Idioma: inglés
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• Resumen

  • The 1998 Christmas season established the Internet as a viable consumer sales channel; a year later, the holiday season brought increasing numbers of shoppers to the Web. By relating the insights of the Diffusion of Innovation model and of Expectancy-Disconfirmation theory to the results of a number of surveys of Web shoppers, the present paper considers why 1999 online shoppers may have been harder to satisfy than were their cyber counterparts in 1998. The paper also discusses the efforts e-tailers made to deal with the more mainstream consumers of 1999, and how the appearance of the sites evolved during the period between the two holidays.